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Read this: Channelling the energy online - Archive - Marketing Week

Summary: At least, that was the view of its then newly appointed senior vice-president of digital, Philip OFerrall. Hence the past five years have been all about building a digital marketing effort which, as he puts it, is a 360-degree strategy in which websites do not simply reflect television shows but are separate entities with unique content. Sites can then help generate and reinvigorate interest in a show, particularly through invitations to follow or like a programme and its main characters on Twitter and Facebook. - link

Channelling the energy online - Archive …

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